SUBSCRIBE

Breaking News on Beverage Technology & Markets

News > Markets

Read more breaking news

 

 
ANUGA TASTE THE FUTURE 2013: 'IT'S NOT ABOUT BEING THE FIRST, BUT THE BEST'

Royal Crown launches ‘world's best’ stevia-sweetened cola with 50% less sugar

By Ben Bouckley+

07-Oct-2013
Last updated on 07-Oct-2013 at 15:15 GMT2013-10-07T15:15:12Z

Royal Crown Cola launches ‘world's best’ stevia-sweetened cola
Royal Crown Cola launches ‘world's best’ stevia-sweetened cola
Loading the player...

Moshy Cohen from RCCI promises that the firm’s mid-calorie Neo cola with stevia - which took three years to develop - is the ‘best solution’ for regular cola drinkers.

Cohen is VP of marketing at Royal Crown Cola International (RCCI), whose Royal Crown Cola is an iconic US brand launched in 1905 and based in Columbus, Georgia.

Sweetened using stevia and natural cane sugar, RC Neo was unveiled on Saturday at the Anuga Taste the Future trade show in Cologne.

It contains 50% fewer calories than regular RC Cola, and Cohen says RCCI sees Neo as a mainstream brand, not a line extension, and will target regular not diet cola drinkers.

Coca-Cola Life got there first with the first stevia-sweetened Coke – another mid-calorie product – following its Argentina launch in June, while Pepsi used stevia in the September 2012 Australian incarnation of NEXT, to effect a 30% sugar cut.

But Cohen tells Ben Bouckley that the three years RCCI spent developing Neo was time well spent, since “it isn’t about being first to market – it’s about being the best”.

RCCI bottlers keen to launch

(To underline RCCI’s expertise in the cola category, Cohen explains that some of the firm’s R&D staff have over 40 years experience in cola formulation.)

“I truly believe that we are talking here about something that is wider than just coming first to the market. Taking the wider perspective, it’s about who comes up with the best solution for consumers,” Cohen says.

“We are looking to have a better product for consumers who are used to drinking full sugar colas. We needed to come up with the best taste, with fewer calories and using only natural sweeteners.”

RCCI bottlers from as far afield as The Philippines, Europe and the Middle East were keen to bring RC Neo to market soon, Cohen promised, adding that samples of the drink had gained rave reviews from visitors to the firm’s show booth at Anuga.

Related products

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Consumers want more information about the products they are drinking: from the ingredients in...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Rexam targets dairy drinks with cans after MIO success

Rexam targets dairy drinks with cans after MIO success

Rexam tells BeverageDaily.com it is pursuing business in the dairy drinks segment and says...

Maplewood Brewery & Distillery preps for fall brewing season

Maplewood Brewery & Distillery gears up for fall brewing season with new flavors and updated packaging

Over the two years that Chicago-based Maplewood Brewery & Distillery has been in business,...

Sustainability and farming: SVZ Ingredients

What does sustainability mean to you?

Successful sustainability initiatives need to consider how farmers work and think, and involve co-operation...

Enova Foods collagen tea claims to reduce wrinkles in 4 weeks

Enova Foods collagen tea claims to reduce wrinkles in 4 weeks

Enova Foods is targeting the health and wellness sector by expanding its protein snack...

Vox Pop: Consumers had this to say about GMO labeling...

Vox Pop: Consumers had this to say about GMO labeling...

On the heels of President Barack Obama signing into law a federal bill requiring...

IFT 2016: Simplicity & transparency in beverage packaging

IFT 2016: Simplicity and transparency in beverage packaging are here to stay

Andy Dratt, executive vice president of Imbibe, and Jeff Hilton, co-founder and CMO of...

From 'good sugar' to reformulation R&D: The companies that welcome sugar taxes

From 'good sugar' to reformulation R&D: The companies that welcome sugar taxes

A sugar tax might be bad news for some manufacturers but for others it's...

What’s hot in functional beverages? Omega-3s, prebiotics and probiotics

What’s hot in functional beverages? Omega-3s, prebiotics and probiotics

Interest in probiotics is skyrocketing and the friendly bugs are increasingly turning up in...

It's time to put whey and casein back together, exec says

It's time to put whey and casein back together, exec says

Cutting milk proteins apart has been all the rage in recent years. But Benoit...

Lycored survey says consumers will pay more for natural colors

Lycored survey says consumers will pay more for natural colors

Christiane Lippert

Head of marketing (food), Lycored

Coca-Cola factory boss talks staff engagement

Boosting productivity at Coca-Cola’s Wakefield factory

Trevor Newman

Supply chain operations director, Coca-Cola European Partners

Key Industry Events